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return to Planning Your Event at Pacific

CONTACT US

Office of Communications
Der Yang
Hand Hall
Second and Third Floors
209.946.2311
communications@pacific.edu

Publicity

How to request university banners  

University banners can be requested through an online form located here.  Please remember to allow two weeks for banner request.

How to design or request helps for postcards, invitations, flyers and posters 

The Office of Communications has created "Do It Yourself" posters, invitations, postcards and flyers that can be downloaded here. Style guides can also be found here. It is important that you request photos from the speaker or their agent that may be used in promotional materials.  Keep in mind, photos from the website are often too small to be used for a printed piece.  If you need assistance using these guides, call the Office of Communications at 209.946.2311.  Another good resource is the Duplicating Department at 209.946.3139.

How to get on the University's Web calendar 

Localist is the event calendaring system that is embedded in the University Website. Anyone in the Pacific community can go to https://calendar.pacific.edu/and submit a calendar item. The submission will automatically be sent to the Office of Communications for approval and publishing on the University's website. Localist will allow you to add photos, comments, and make corrections as needed.

How to use existing web pages, create redirects or create a new page for your event

Training for the existing CMS Web publishing system is available through the Office of Communications at 209.946.2311. You may call for training and other Website needs. Requests for special URLs are also handled by that office.

How to create a press release

A press release is used to pitch your event to the media and can also be used as a substitute notice about your event on the University's Facebook page and in the University's news and events sections. A do-it-yourself template for press releases is available online here. Please note that press releases are written in AP (Associated Press) style, which makes them more likely to be "copied and pasted" directly into newspapers and read verbatim in television and radio broadcasts. If you need assistance or have questions about press releases, contact the Office of Communications at 209.946.2311.

How to place an ad/create an ad

Ad sizes change from newspaper to newspaper but we have created a do-it-yourself ad that is close to what usually runs in the Modesto/Sacramento Bees, The Record, The Lodi News-Sentinel, The Pacifican and the Bilingual weekly. Be aware that newspaper advertising can be costly and typically runs about $850 per day. Radio ads are more affordable, but still can run up to $400 per day. Television advertising can cost thousands of dollars per day and are not recommended for your typical event. If you need assistance with advertising, call the Office of Communications at 209.946.2311.

How to use Social Media 

There are hundreds of social media channels, and each one seems to have a different use. For example, LinkedIn focuses on careers and is dominated by discussions about the work place and the job market, while Flickr focuses on photographers and discussions of artistic technique. The most popular social networking channels are Facebook, Twitter, YouTube, LinkedIn, Flickr and Google+. The University has official Facebook, YouTube, Twitter and Google+ channels that are managed by the Office of Communications.

For the University, the two most effective channels are Facebook and Twitter. Facebook reaches the most students and alumni, while Twitter reaches the most news organizations and other community groups such as the Chamber of Commerce and the City of Stockton. While social media does have a wide reach, it can't be the only mode of advertising for an event. Social media, unfortunately, is "fractured," which means that it doesn't reach a singular audience but rather only reaches segments of that audience who might be paying attention at the time that you post a message. Therefore, it's highly recommended that not only should multiple messages be posted on social media, they should be posted at different times of the day during different days of the weeks leading up to your event. Posters, postcards and newspaper advertisements will then help reach segments of your audience who may not have seen your messages. Those more traditional forms of advertising also will serve as "reminders" to your audience that your event is coming up.

The primary rule about social networking is to remain conversational in messages and avoid any "official sounding" language that could resemble advertisements or guidelines. In the world of social networking, that is a big "no no." Try to keep language easy to understand, with links to information about your event. Also be prepared to have to answer questions from followers, including sometimes answering the same question repeatedly from multiple social networking users.

The benefit of using social media is that the format is free. The cost is that it is time intensive. Once you decide to use it, you must commit to sending messages and responding to answers morning, afternoon and evening, including when you are not in the office. This is the only way to be effective on social media. But if done correctly - as the University has learned many times - the response can be overwhelming and can draw in large audiences to your event.